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Pubcon Austin - AdWords Competitive Analysis

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Pubcon Austin - AdWords Competitive Analysis

  1. 1. Competitive Intel: Using Insights To Drive Strategy Susan Wenograd Partner & SEM – Five Mill Susan.Wenograd@fivemill.com
  2. 2. Who Am I? #pubcon @SusanEDub • Partner at Five Mill. Made up of paid search pros with avg. of 10 years experience. • Specialize in medium-to-large scale paid search accounts. • Live in Virginia with my husband and this cutie.
  3. 3. Competitive Intel Value #pubcon @SusanEDub • Things change: new competitors, new bids, new ad copy, new products, new searchers…you get the idea. • Down with being complacent! • Seasonal trends. • Mobile trends. • 30,000 foot view.
  4. 4. Please! #pubcon @SusanEDub • Don’t do it obsessively! • Launching new accounts • Launching new campaign themes • Monitoring patterns quarterly-ish
  5. 5. Where Are Auction Insights? #pubcon @SusanEDub
  6. 6. What Does It Show Me? #pubcon @SusanEDub • Your average position vs. competition • Overlap rate: How often you show and their ad shows • Position above rate: How often competitor’s ad is shown higher than yours when you both appear • Top of page rate: How often you show above the organic results • Outranking share: How often your ad ranked higher OR showed when a competitor’s ad didn’t.
  7. 7. What It Looks Like #pubcon @SusanEDub Competitor Competitor Competitor Competitor Competitor Competitor Sometimes these will surprise you
  8. 8. But That’s Only Part of the Story #pubcon @SusanEDub Richness lies in understanding your performance on Mobile, and performance at different times of year.
  9. 9. Mobile Can Look Different #pubcon @SusanEDub
  10. 10. Get Out of the Interface & Into Excel #pubcon @SusanEDub Export & Pivot! Domain Q1 2016 Q2 2016 Competitor 1 5.7 5.6 Competitor 2 5.1 5.0 Competitor 3 4.5 4.7 Competitor 4 4.7 4.7 Competitor 5 4.7 3.7 Competitor 6 4.0 3.6 Competitor 8 3.3 2.9 Competitor 9 3.1 2.8 Competitor 10 3.9 2.8 Competitor 11 2.2 2.3 You 2.2 2.1 Check out who’s on the move. Make a note & then check in SEMRush.
  11. 11. Get Out of the Interface & Into Excel #pubcon @SusanEDub Export & Pivot! Day of the Week capella.edu You Sunday 12.1% 21.6% Monday 12.4% 21.0% Tuesday 13.4% 21.8% Wednesday 11.7% 20.1% Thursday 11.8% 19.3% Friday 12.1% 21.0% Saturday 11.1% 21.6%
  12. 12. Check for Account Growth #pubcon @SusanEDub
  13. 13. Check for Increased Budgets #pubcon @SusanEDub Export this competitor’s keywords, and de-duplicate against your own to find untapped keyword opportunities.
  14. 14. Find Seasonal Wins & Weaknesses #pubcon @SusanEDub
  15. 15. Find Seasonal Wins & Weaknesses #pubcon @SusanEDub
  16. 16. Note YoY Trends #pubcon @SusanEDub These can be helpful in planning your projections!
  17. 17. …But Know If There’s a Reason #pubcon @SusanEDub Month Sum of Revenue/Cost 1/1/2015 1.37 2/1/2015 0.96 3/1/2015 1.88 4/1/2015 2.26 5/1/2015 1.91 6/1/2015 2.34 7/1/2015 1.77 8/1/2015 2.11 9/1/2015 2.14 10/1/2015 2.77 11/1/2015 2.45 12/1/2015 2.00 1/1/2016 3.16 2/1/2016 2.53 3/1/2016 5.18 4/1/2016 4.73
  18. 18. Competitive Ad Copy #pubcon @SusanEDub • Competitor ad copy and history • Note sales cycles • Note free offers – 50% off? Free trials?
  19. 19. Doing Shopping? Great. #pubcon @SusanEDub
  20. 20. Doing Shopping? Great. #pubcon @SusanEDub
  21. 21. Doing Shopping? Great. #pubcon @SusanEDub
  22. 22. Doing Shopping? Great. #pubcon @SusanEDub Check out strategy over time to help you gauge if competitor is shifting towards becoming Shopping-heavier.
  23. 23. Quarterly Checks #pubcon @SusanEDub Competitive ad copy Spend trends – are competitors growing and spending more? Keyword volume trends Mobile trends – yours and theirs! Seasonal performance for peak times
  24. 24. Strategic Checks #pubcon @SusanEDub Pull competitor keywords. Merge into an Excel sheet with your terms and de-duplicate to find keyword opportunities. Check imagery and product descriptions on Shopping Pull ad copy for year & look for sales cycles
  25. 25. Thanks For Coming! Susan Wenograd Partner & SEM – Five Mill Susan.Wenograd@fivemill.com

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